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materna: a door into Argentina's pre/post-natal markets:

This article was originally published in Clinica

Executive Summary

New opportunities for companies with an interest in Argentina's pre- and post-natal market have been opened up with the growing success of a group of mothers-to-be and mothers of children under three years. The materna group, which ended 2004 with 25,000 members, only 18 months after its launch, provides a useful educational and commercial forum for these market niches in Argentina. So far, manufacturers spanning the domestic appliance and pharmaceuticals sectors have become involved with the group as "associate brands". It offers sources of information, including on pre- and post-natal healthcare, and organises promotional events and other campaigns. Last year it hosted 70 of these, in the cities of Buenos Aires, Rosario, Co rdoba, Mendoza and Mar del Plata. materna expects to double in size in 2005 and grow to around 120,000 members by the end of 2006.

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